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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07158_Field_TCUM T723.txt
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1996-03-19
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16 lines
without discussion or questions or use of blackboard. Each
group had half an hour of exposure to the material. Each was
asked to fill in the same quiz afterward. It was quite a surprise
to the experimenters when the students performed better with
TV-channelled information and with radio than they did with
lecture and print—and the TV group stood well above the radio
group. Since nothing had been done to give special stress to
any of these four media, the experiment was repeated with
other randomized groups. This time each medium was allowed
full opportunity to do its stuff. For radio and TV, the material
was dramatized with many auditory and visual features. The
lecturer took full advantage of the blackboard and class
discussion. The printed form was embellished with an
imaginative use of typography and page layout to stress each
point in the lecture. All of these media had been stepped up to
high intensity for this repeat of the original performance.